Google+ is Worthless… or Invaluable

If you are like most people, perhaps the last thing you need to do in your professional life is join another social networking website. I can clearly recall having plenty of work to do that consumed my work days before the Internet and social networks became commonplace in our lives. Just as marketers began to grasp how popular channels like Facebook, YouTube, and Twitter might be incorporated into marketing strategy, along comes Google+. The network launched in 2011 and today has more than 500 million users, second only to Facebook.

Striving for Acceptance

Despite its impressive audience reach, Google+ has struggled to gain traction as a relevant social network in terms of audience engagement. If you do not hold Google+ in the same regard as more popular social nets, you are not alone. Here are two takes on Google+ found via a quick Twitter search:

“I’m looking at Google+ today. I know nothing about it though.” – @thejc3

“If social networks were high school students:
Twitter: Jock
Instagram: Snob
Google+: Geek
Facebook: Obnoxious freshman” – @kasondrare_

My use of Google+ has not been consistent to this point. For me, Google+ is like that new shirt you buy, hang in your closet, then proceed to forget that you own it. Occasionally, you will come across it and realize just how long it has been since you used it. But, as I learn more about Google+ I am striving to not let it get buried in my social media closet.

Put Google+ in Your Toolkit

Certain social nets become the “in” place to be- think Instagram, Vine, or Snapchat. Google+ lacks the cache of cooler social sites, but do you want your social media existence to be cool or effective? Google+ holds promise as a marketing channel, particularly in the B2B space. Why should you consider adding Google+ to your social media marketing toolkit?

1. It’s Google– We can stop right here and you have all the reason needed to work on building a presence in Google+. It is described as an added social layer on top of existing Google products, namely the Google search engine and YouTube.
2. Google+ Content Influences Google Search Rankings– Related to point #1, your Google+ profile and content influence rankings in search results for your company, brand, or name. For more about this benefit, read this article from Search Engine Land.
3. Longer form content– Unlike content limitations such as 140-character max of Twitter, Google+ posts can be used to provide more in-depth information or knowledge sharing.
4. Community building opportunities– Google+ makes it easy for people with shared interests to gather using the Circles feature. Another Google+ feature that holds great promise for marketers is Google Hangouts, which allow you and up to nine others engage in conversation via video, much like Skype. Client meetings, internal discussions, and small audience presentations are three possibilities for Hangouts. For more insight into Google Hangouts, read this article that gives 10 tips on how to use.

 Is Google+ for You?

It is safe to state that Google+ will not become the next Facebook. Despite the fact that it is a Google product, it does not have the attraction of a Facebook for use as a connector with friends and family. But, because it is a Google product, Google+ holds great promise for finding and being found, two valuable benefits in business.

Are you a Google+ user, in particular for business purposes? If yes, what has been your experience been with Google+? Do you plan to use Google+ more in 2014? Less? Are you still asking “What is Google+?” Share your thoughts.

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 27 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons. View all posts by Don Roy